Everything I need to know about PR, I learned from my Grandfather

Part III - Corporate Social Responsibility

Nowadays there seems to be an increasing focus on a company's ethical behaviour - it's definitely a trendy thing to be seen to be doing in the business world, and companies are taking full advantage of it. While people argue that some companies have questionable motives (environmental campaigns by oil companies, health campaigns by fast food giants), corporate social responsibility (CSR) is generally regarded as a good thing, and something that companies should be encouraged to participate in.

I suppose, from my "old school" perspective, it seems a bit strange that a company would need to be talked into taking on CSR programmes, and even stranger that some then go out of their way to show off their good deeds. Whatever happened to quietly making a difference? Is there really a need for such dramatic fanfare?

My grandfather was always a soft spoken man, although he would chat your ear off given the opportunity. For as long as I can remember, the only thing I can ever recall him bragging about were his grandchildren. He especially loved to tell complete strangers about his travelling granddaughter living over in Ireland, and everything I was getting up to.

When I was in college I was working on a paper for my BC History class. I'd decided to look at the development and economic successes of the local native population where my grandparents live, as their leaders have always been extremely admired and well-respected, and I was curious what made their band different from others in the country. During the course of my research I discovered that one particular chief had refused to let the children on the reservation be taken away to residential schools, instead setting up a day school so they could learn without having to leave. The teacher in question was a remarkable man who encouraged the children to revive near-forgotten traditions by asking their elders about songs and stories of importance to their culture. The children put on annual school productions and invited the whole town, resulting in a sense of pride and accomplishment that still resonates today.

The point of this slightly long-winded story is that I was able to locate a printed programme for one of the productions, and on the back was a small ad mentioning that the event was sponsored by Collen's Department Store.

When I mentioned it to my family, no one had ever heard anything about it. There was never any fanfare, or mentions of "how we are helping the community". It was just one decision made quietly by one person (my great-grandfather, upon closer research).

Just the way it should be.